The intense competition affecting the wine industry in recent decades has forced wineries and retailers to reshape their marketing strategies on the basis of consumer preferences. The current study aims to identify such preferences and the effects they might have in influencing consumer...

The present paper addresses the issue of marketing communication through branding. In this respect, launching store brands (i.e. private labels) is used by retailers as a strategic counter action to communicate to their customers specific retailer-made product characteristics (e.g. standard...

Purpose: This paper aims to provide a deeper understanding of the market structure of red and white wines from Greek wine varieties and measure loyalty behaviour of frequent wine buyers in Greece. Design/methodology: The study concerned measuring brand performance and loyalty of 4 different...